North Shore Apparel MN Brings Quality Products with a Local Feel to Holidazzle


There is a distinct ambiance at Holidazzle. With the cheery guests and the festive holiday setting in Loring Park, the Holidazzle experience is undeniably Minnesotan. When it comes to bringing Minnesotan pride, North Shore Apparel MN/Martin’s delivers in spades.

Martin’s Boutique has been around since 1972, and North Shore Apparel came into the picture within the past two years. Martin’s is located two blocks from Lake Minnetonka in downtown Excelsior. Like many other vendors you’ll find at Holidazzle, Martin’s has always been a family venture. Michael Wilson and Erin Martin-Wilson are the husband-and-wife team behind Martin’s, after Erin’s father Larry founded the store 45 years ago.

“After we got engaged on the North Shore, we decided to name our second company North Shore Apparel Minnesota and expanded our Minnesota and local lake apparel,” Wilson says.

“We felt there was a need for quality local lake gear,” owner Michael Wilson says. “It’s just taken off from there.”

North Shore Apparel MN/Martin’s will, among other products, have clothing for adults, children and babies. From their hats and scarves to their t-shirts and sweatshirts, North Shore Apparel MN/Martin’s makes sure Minnesota is front and center. While their second venture’s name has obvious local ties, the story behind it is quite unique.

“The name ‘North Shore Apparel Minnesota’ was chosen not only because we got engaged on Palisades Head on the North Shore,” Wilson explains. “But because I grew up in Wayzata, which is the Lakota/Sioux phrase meaning ‘North Shore.’ When she was born, my wife’s address in Forest Lake was ‘North Shore Trail’, and we thought that it must be meant to be.”

North Shore Apparel will be at Holidazzle on Thursdays through Sundays from November 29 through December 22. It is open Thursdays from 5-9 pm, Fridays from 5-10 pm, Saturdays from 11 am-10 pm and Sundays from 11 am-7 pm.

Like true Minnesotans, Michael and Erin are excited for the upcoming winter and all it has to offer.

“The holiday season in Minnesota is beautiful,” Wilson says. “There’s lots of lights and everyone has the holiday spirit.”

Martin’s has been around for nearly half a century, and now that they’ve added North Shore Apparel, it’s full steam ahead.

“We’re a family business that has been around for a long time, and we take pride in what we do,” Wilson says. “We provide great customer service while selling quality and unique products. Our business is very important to us, and we hope to be around for another 45 years!”